They’re GRRRRRRREAT! Helping TigerTox Launch

A common theme, and something that is very satisfying with our work, is that through our actions we show biotech and life science companies how they can use tools such as social media to grow as we have. About six months ago at a San Diego Biotechnology Network event, we gave out CDs with a few of our Biotechnology Marketing 101 presentations. Cynthia Davenport, Ph.D., Founder of TigerTox Pharmaceutical Toxicology Services, received one, and actually looked at them and gave us a call (very cool when things work as intended!).

After meeting with Cynthia, we decided that the best way to get started was with a BioStartup™ Marketing Kit, providing her with a logo, branding, and website in one package. We started by gathering TigerTox’s needs through our online Creative Briefs, a process we utilize to assess high-level objectives, tactical details, and to tease out aspects important for positioning companies and products. The Creative Brief process is a mainstay of traditional marketing, and we have made it more accessible to our clients through our online forms and have also tailored them for new tools such as social media.

We received Cynthia’s Creative Briefs and started with her logo. The process went quickly because she knew what she liked (and didn’t!) and we refined the logo in a few rounds. Communication and setting expectations are key in the process. The TigerTox logo is simple, expressive of her company’s name, versatile, and is part of a larger branding of the company as a whole. What we love about the Creative Brief process is that we can always look to it for guidance and keep on track to be sure objectives are met.

Next, we developed a website and ‘ToxInsights’ blog for TigerTox. We leveraged WordPress, great software which provides a framework for professional, dynamic, and easily administered websites (even high-powered blogs like Johnson & Johnson’s JNJBTW use it). We utilized our programming and design skills to created a branded site which is highly customized, allowing for integration with Twitter, RSS feeds, and search engine optimization (SEO).

We also provided in-depth technical and social media training to TigerTox, allowing Cynthia and her associates to hit the ground running–they’ve already got several blog posts done. We even helped TigerTox to easily find resources to help with blogging and Twitter through a customized RSS feed. Our background in life science as well as social media helps us to anticipate our clients’ needs, as we’ve used the tools firsthand to reach scientists. We also help companies develop a Social Media Charter™ to guide you and ensure that objectives are met, you can learn more on our Social Media Capabilities page.

To summarize, we GREATLY enjoyed working with TigerTox and we love the fact that they looked to us for inspiration. We hope that you’ll in turn be inspired by them to develop your business or products, as they truly ‘get it’ and have a great product for drug development. We plan to give more examples and resources at the upcoming Bootstrapping Biotech event with the San Diego Biotechnology Network October 29th. Not in town? We’re videotaping it and will provide links afterward. Also, contact us for a free consultation, perhaps the best way to become inspired!